Game Changer: Channel 4 and Lloyds Empower Black-Led Businesses with £500,000 Advertising Boost

Channel 4 has partnered with Lloyds Bank to grant a combined sum of £500,000 in television advertising airtime to five businesses led by individuals of black ethnicity. Additionally, these businesses will receive personalized marketing assistance and ongoing support in line with the Black In Business initiative.

In addition to securing £100,000 worth of airtime, each brand will also receive a customized advertisement that will be broadcasted in early 2024.

The successful businesses include Dalgety Herbal Teas, LØCI—a sustainable trainer brand, The Gym Kitchen—a clean eating company, The Turmeric Co—a business specializing in clinically-backed herbal shots, and TreasureTress—a subscription box company catering to naturally textured hair types.

Over 1,000 entries were received, and the winners were chosen by a jury that included Maria St Louis, Channel 4's equity and inclusion lead, Paul Gordon, managing director of relationship management, business and commercial at Lloyds Bank, and Dino Myers-Lamptey, the founder of the agency The Barber Shop. Among the entered businesses, nearly a quarter of them generate annual turnovers exceeding £100,000, and 3% of them make over £1 million. Additionally, Channel 4 and Lloyds Bank will provide guidance, and the winning companies will receive support from DOES, a social enterprise that assists disadvantaged communities in the business sector.

Improving representation

Channel 4, in collaboration with Lloyds Bank, introduced Black In Business as a response to findings from research conducted by its commercial division, 4Sales. The research indicated that black business owners encounter more obstacles while establishing and operating businesses compared to their white counterparts. Black In Business is one of the initiatives under Channel 4's Black to Front program, which strives to enhance black representation both on-screen and within the broader industry.

Clare Peters, Channel 4's partner for client strategy and communications, expressed the desire to make a tangible impact by providing practical assistance to address the challenges faced by black-owned businesses. The goal of this initiative is to raise awareness and encourage action within the industry, aiming to create equal opportunities for entrepreneurs and business owners irrespective of their background or ethnicity.

Research conducted by Black. British. In Business and Proud found that 49% of black entrepreneurs have expressed the need for marketing and PR guidance, while 20% of them require assistance in acquiring new clients. We genuinely aim for this initiative to foster greater recognition of the obstacles encountered by these entrepreneurs.

Elyn Corfield, CEO of business and commercial banking at Lloyds Banking Group, has expressed that this program further emphasizes their dedication to aiding black-owned businesses and represents a substantial stride towards achieving equality for these businesses in the long run.

Five additional businesses will be awarded the Rising Stars Grant and supported by Jamii, a platform dedicated to empowering black creators and makers. This grant, totaling £15,000, will also include a personalized consultation session. The recipients of this prestigious prize are KitsCH Noir, a black greeting cards and stationery brand; Word on the Curb, a multicultural research and creative consultancy; Nylah’s Naturals, renowned for their natural afro and curly hair products; By Aaron Wallace, a brand specializing in natural and vegan hair and skincare products for black men; and Known Source, a reputable second-hand fashion expert.

All businesses that entered the Black In Business initiative will also have access to free business training masterclasses delivered by DOES and Jamii.